Apose - History, Models and Owners' Reviews

Apose is a French watch brand founded in 2020 in Mulhouse by watch designer Didier Finck and physicist Ludovic Zussa. The project set out to build a line of high-end automatic watches with a pared-back aesthetic, to maximise French-made components, and to keep final assembly in Alsace (workshop and assembly in Mulhouse).

Apose’s story (Mulhouse 2020): founders, “100% French” mission and regional roots

Born amid the revival of French microbrands, Apose frames a “back-to-purity” stance against escalating complications and flashy styling: the Finck/Zussa duo — drawing on Swatch Group and product-innovation experience — set a crisp brief of minimalist design, France-sourced components wherever feasible, local assembly and tricolour partnerships (dials, hands, straps, presentation) to demonstrate that a contemporary, desirable watch can also showcase domestic know-how, which is why Apose’s core promise is the triad “French elegance, dependable automatic movements, localised supply chain”.

Minimalist Apose design: French elegance, 40 mm casework and everyday legibility

The brand’s formal identity relies on restrained geometry and controlled contrasts: 316L steel cases with taut facets, often a “three-storey” architecture, brushed/polished interplay, multi-level dials with integrated markers and textured hands; ergonomics stay universal around a signature 40 mm diameter and moderate thickness, with anti-reflective sapphire crystals and realistic water-resistance (up to 10 ATM depending on reference). The aim is to deliver a city watch genuinely suited to daily use rather than a display piece, meaning legibility and on-wrist comfort consistently outweigh theatrics.

Apose models n°3-100, n°3-radial, n°3-douzaines: lineup map and use cases

Apose structures the catalogue into clearly distinct families that illustrate the brand’s increasing “made-in-France” content: the n°3-100 series (exclusively French components), the n°3-radial (fluted ring on the dial) and n°3-douzaines/n°3-pur (more stripped-back aesthetics) — all geared to refined daily wear rather than outright sport. Straps in steel or full-grain leather have included Longchamp collaborations on some runs, reinforcing the idea of a French urban watch that owns its style without resorting to showy complications, so choosing between lines is chiefly about dial atmosphere and the level of “materiality” you want.

• Apose n°3-100 — Limited series “100% French”: domestically sourced components, Longchamp-derived leather straps, French Pequignet Initial movement (65 h).
• Apose n°3-radial — Dial accented by an anodised fluted ring, multiple colours (indigo, azur, etc.), straps in matched leather or steel.
• Apose n°3-douzaines — A more understated n°3 dial treatment (very clean read-out); specifics vary by series and model year (per retailer listings).

Pequignet Initial (65 h) movement and Longchamp partnerships: the Apose “ecosystem” explained

In 2022 Apose crossed a symbolic threshold with the Apose n°3-100: the edition adopted Pequignet’s French-made “Initial” calibre (65-hour reserve, 4 Hz, tungsten mass) while Longchamp supplied straps cut from offshoots of its leathers — delivering a “100% France” spec (components and assembly). The point is not to supersede other n°3 references but to validate the industrial feasibility of a very high French content in a limited run, i.e., the industrial feat exists to reinforce overall coherence (design plus sourcing).

MSRP, retail and 2025 status: D2C, selected partners… and court-ordered liquidation

Initially sold direct (e-store) and then via select retailers — Longinus in Strasbourg among them — Apose launched at roughly €1,350–1,650 for some references, while upper-tier series (n°3-radial, n°3-100) ranged from about €2,250 to €3,750 depending on spec, finishing and limited-edition status. In July 2025, however, the Mulhouse court placed Apose into judicial liquidation following disputes between co-founders, with subsequent press coverage noting a search for a buyer. In practical terms, current availability and after-sales hinge on retailer stock and any potential takeover (status subject to change).

Buying guide: how to pick the right “made-in-France” Apose automatic

Start by choosing the line: n°3-radial if you enjoy a dial animated by a fluted ring and bolder contrasts; n°3-100 if achieving an “entirely French” build (including the Pequignet movement) is decisive; n°3-douzaines/n°3-pur if you want the most pared-back look. Then decide on dial colour and strap texture (steel or Longchamp leather), and check how the 40 mm diameter and thickness wear on your wrist. Ultimately, the core value of an Apose lies in the balance of design, legibility and component provenance.

Conclusion

Within a few years Apose carved out a recognisable style — crisp casework, architectural dials, thoughtful straps — and pushed an unusually ambitious “French-content” agenda with the Apose n°3-100. The 2025 legal situation clouds distribution, yet the proposition remains clear for buyers: a contemporary automatic that highlights a network of French partners. If you are torn between the more expressive n°3-radial, the manifesto-grade n°3-100 and a more austere variant, weigh first your stance on “made in France,” preferred colours and versatility; to validate shortlists with real-world feedback, consult Dialicious customer reviews.

(Updated August 2025)